Vol 22 | Issue 2 | 91-106 | June 2026
Dr Mthobisi Nhlabathi
Department of Marketing and Retail Management
College of Economic and Management Sciences
University of South Africa
nhlabmp@unisa.ac.za
https://orcid.org/0000-0003-1813-8537
*Corresponding author
Abstract
Globally, the music industry has experienced a significant shift in consumption behaviour, driven largely by the rapid growth of digital streaming platforms. This trend has also emerged in South Africa, where increased mobile connectivity and evolving consumer preferences have reshaped the ways in which music is accessed and consumed. Despite this positive trajectory, several challenges remain, including issues of digital readiness, data affordability, changing consumption patterns, and user perceptions of online platforms.
The present study investigated technology readiness and online consumer intention within the South African music sector by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB). While the TAM and TPB are well-established theories in the marketing and consumer behaviour fields, this study provides an emerging market contextual grounding of the application of TAM & TPB integration, specifically from the South African metropolitan point of view. A total of 350 valid responses were collected through a quantitative survey of suitable respondents aged 18-65 and residing in the Johannesburg, South Africa.
Data analysis followed a correlation-based structural equation modelling (CB-SEM), where results showed that perceived ease of use (PEU), perceived usefulness (PU), attitude and perceived behaviour control (PBC) significantly influence behavioural intention. Despite showing weaker effect, social norms also have positive and significant influence on the intended to use the music streaming platforms.
This study findings have contextual and managerial implications for the digital music streaming sector, including technology providers, artists, record labels and related stakeholders as they navigate the evolving digital music landscape in South Africa.
Keywords: TAM, TPB, Mediation, Online Music Streaming, South Africa
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